ARSHAD AYUB GRADUATE BUSINESS SCHOOL

EXECUTIVE MASTERS IN BUSINESS ADMINISTRATION

ECO745 ECONOMICS FOR BUSINESS

INDIVIDUAL REGRESSION

PREPARED FOR:
PROF. DR ISMAIL AHMAD

PREPARED BY :
NAME MATRIC NO
NUR AMNANI BINTI MOHAMED IDRUS 2022418564

GROUP : AA7012A

SEMESTER: MARCH 2024

 TABLE OF CONTENT
CONTENT PAGE

1.0 ABSTRACT 3

2.0 INTRODUCTION 3

3.0 LITERATURE REVIEWS 4-6

4.0 METHODOLOGY 7

5.0 THEORETICAL FRAMEWORK AND HYPOTHESIS 7 - 10

6.0 FINDINGS 11

7.0 RESULTS 11 - 20

8.0 CONCLUSION 21

REFERENCES 22

APPENDICES 23 - 24
1.0 ABSTRACT
In recent years, cuisine has risen to become a primary reason for people to travel. Increasing
numbers of tourists are interested in learning how to produce gastronomic foods as well as the
raw ingredients that go into their preparation. Due to tourists' desire to learn not only about the
local food but also about its origins and manufacturing procedures, it has a good impact on the
economy, employment, and cultural legacy in the area. When designing and developing
products and services that provide value to visitors, it is crucial to consider their motivations
as well as their needs. Customers' motivations are tied to their level of happiness, and they are
an important factor in shaping how visitors make decisions. Securing one's physical and
physiological well-being, cultural and social requirements, the need to belong or interpersonal
requirements, the desire for prestige, local delicacies, social standing, or self-realization are all
examples of physical and physiological desires. Sarawak's gastronomy, particularly in the city
of Kuching, has just been recognised as a Unesco Creative City of Gastronomy (City of
Gastronomy). This study investigates the factors that influence the demand for gastronomic
products among tourists in Sarawak. The findings reveal that the gastronomic tourist in
Sarawak is extremely satisfied with the sites he or she visits as well as the cuisine he or she
savours.
Keywords: gastronomy, local food, culinary tourism, tourist

2.0 INTRODUCTION
Gastronomy is a component of a region's identity, in which the product is identified with the
place of origin but also with the dishes that are created using them, which is a method of
establishing a heritage that is inherited from one generation to another. This heritage constitutes
cultural and gastronomic wealth, and every day, interest in this tourism sector increases, not
only because food serves to cover a basic need but also because food can be experiential, i.e.,
individuals are willing to "travel to eat". Gastronomy plays a pivotal role in shaping the cultural
essence of a region, intricately weaving itself into the tapestry of its historical narrative and
societal fabric. It serves as a cornerstone of identity, showcasing the unique flavors, traditions,
and culinary heritage that define a community. As such, gastronomy transcends mere
sustenance, evolving into a powerful tourism asset that beckons travelers from far and wide.
Through the lens of gastronomy, travelers embark on immersive journeys, delving into the rich
narratives encoded within each dish, ingredient, and culinary technique. The marriage of land
and cuisine unveils a deeper connection to place, offering a sensory exploration of a region's
essence. Moreover, gastronomy serves as a symbolic beacon, heralding the distinctiveness of
cities and regions, each dish a testament to the cultural mosaic it represents. Thus, beyond its
inherent gustatory allure, gastronomy holds symbolic resonance, serving as a tangible marker
of identity and a gateway to cultural immersion for visitors seeking authentic experiences.

In other words, cuisines mirroring everyday routines, religious observances, habits, and
cultural traditions serve as mirrors reflecting the fabric of daily life. The inclination of travelers
to savor indigenous flavors at various destinations and accommodations has spurred the
expansion of gastronomic tourism. Both local and global tourists hold gastronomic experiences
in high regard, prompting tourism establishments to incorporate gourmet offerings into their
services, recognizing the significance of this trend.

This study aims to analyze the factors affecting the tourist demand of gastronomy
products in Sarawak. To understand tourists' perspective for gastronomic tourism in Sarawak.
To estimate the demand for gastronomic tourism in Sarawak i.e., economic growth, for the
region; additionally, the growth in demand is small or decreases. To analyze the efforts or
promotional marketing campaigns that can be done to develop gastronomic tourism in

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Sarawak. Gastronomy (which includes raw materials, methods of preparing dishes, and
custom) can be considered a component of a region's cultural identification, contributing to its
historical and cultural character and, in cases such as "traditional Melanau cuisine,"
constituting an Intangible Cultural Heritage, and thus becoming a tourist attraction.
Food has evolved into a tourism resource, and the value of a location has increased as
a result of the presence of food goods. The geography and the food can both contribute to the
formation of a community's identity. Food is valued not just for its inherent value as a tourism
resource, but also for its symbolic aspect, in that it serves as a distinguishing feature of specific
towns and geographical areas. However, the methods of creating dishes and the quality of the
food ingredients that are used to create traditional dishes in a destination are now generating
tourism, which is growing more and more relevant every day and is becoming the primary
reason for tourists to visit particular regions. Gastronomic tourists take part in a variety of
activities, including visits to primary and secondary food producers, gastronomic festivals,
restaurants, and specific places that specialize in offering tastings of dishes and/or experiencing
the characteristics of a region that specializes in food production, among others. It is the goal
of this study to examine the factors that influence gastronomic tourists' decisions about whether
or not to complete the gastronomic route, what potential demand exists for gastronomic
tourists, and if demand is observed to be growing, whether or not the region can benefit from
promotional marketing campaigns. Additionally, if demand is observed to be growing but is
small or decreases, this study will examine whether or not promotional marketing campaigns
can be used to increase demand.

3.0 LITERATURE REVIEW

Based on the research objectives which indicates the gastronomy product demand in Sarawak,
this literature review on gastronomy related articles to provide an insight towards gastronomy
products as a whole, marketing efforts of the government in Malaysia, culture of gastronomy
in Sarawak and tourists' perspective on local foods. The planned study's disagreement has
clearly demonstrated the rise of culinary items throughout the tourist business and how it might
expand in the long term. Economic growth may be extended to many segments of society,
allowing tourists to have more intimate and authentic experiences.
Gastronomy. Gastronomy translates into menu balance and harmony in areas like
color, temperature, taste, and texture, which might be influenced by the aesthetic needs of the
raw materials utilized to make a gastronomic work in some circumstances (Hegarty, 2001).
But (Santich, 1996) defines gastronomy as "Reflective eating, which spreads to reflective
cooking and food preparation as well, while maintaining the association with quality and/or
luxury food and drink,". The new concept of gastronomy as not only the steps or method by
which food and beverage are produced, but also demands the linkages of what we eat (types of
food) and in what form (implicating technology and method of cooking) to also include how
we eat (hand, fork or chopstick), where we eat (at the table, on the floor, standing or seated),
when we eat (times/period of eating the food), why we eat (motives such as family or social
networks). Curiosity about food, drinks, and their preparation processes, as well as the related
culture, customs, and lifestyles, has given rise to a new dimension in the tourist sector known
as gourmet tourism.
Numerous travelers often associate their holidays with the distinctive cuisine linked to
specific destinations, and those exploring Sarawak, as well as Malaysia overall, are well-
acquainted with the allure of gastronomy and culinary tourism. Sarawak cuisine epitomizes a
regional Malaysian culinary tradition. Sarawak cuisine, like the rest of Malaysian cuisine, is
built on essentials like rice. Due to the state's diverse geography and indigenous cultures, there
is also a wide range of other ingredients and food preparations that are distinct from Peninsular
Malaysian regional cuisines.

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 Gastronomy in Tourism. Eating, which is one of the physical demands in today's
society, this has led to the rise of a sector now seen as leisure pursuits and a longing for outdoor
gatherings, in conjunction with the increasing tourist sector and food and beverage business.
Almost all visitors, regardless of whether the hotels they are staying in provide food and
beverage services or not, prefer to dine outside and get to know and sample regional specialties.
Tourism is one of the most significant economic sectors and leisure time spending activities in
today's globe, and the fact that it has a large economic multiplier impact and may create direct
and indirect activation in many sub-sectors makes it an excellent development method (Cagli,
2012). Tourism, which is a driving force in the development of communities, is a source of
income for those who provide services since individuals spend money to satisfy their
requirements while travelling. As people's wants grow, so does the duty to produce and supply
more and more products and services, increasing output, investment, and revenue in
communities.
Gastronomy tourism encompasses more than just the guests' experiences and the
activities involved in the preparation and consumption of food and beverages. It's also
frequently linked to the various festivals and events that take place at these locations. The major
feature of the Kuching Festival in Kuching is a food fair, where various varieties of local and
international cuisine and delicacies are sold and consumed. With the exception of 2020 and
2021, a large crowd has flocked to Kuching Festival every year since it began. Gastronomic
tourism, it is clear, plays an important part in marketing some of Sarawak's top tourist locations.
As tourism destinations compete for new products and activities, local culture is becoming an
increasingly useful source of new products and activities to attract and entertain tourists.
Gastronomy plays an especially crucial role in this, not only because food is fundamental to
the tourist experience, but also because gastronomy has emerged as a key source of identity
building in postmodern society (Anne-Mette Hjalager, 2002).
Gastronomy Products in Sarawak. With larger viewpoints, the Malaysian
foodservice and culinary industry is thought to be more intricate and complex. In all fields,
including hotels, foodservice, and food manufacturers, catering, and media, the demand for
well-prepared and devoted administrators and managers is expanding (Zahari, 2009). However,
in Sarawak, foodies, domestic tourists, and international travelers will find much to enjoy
among the diverse cuisines. Sarawak's diverse ethnic cuisine can be used as part of a marketing
strategy to entice tourists to visit the state (Christopher Wan Sageng, 2020). Although Sarawak
is Malaysia's largest state, with over 30 ethnic groups, it has a lot to offer, the abundance of
locally sourced, fresh ingredients, coupled with the intricate interplay of flavors and extensive
diversity, guarantees that anyone who visits Sarawak will be utterly captivated by the culinary
delights of Sarawak's diverse ethnic cuisines. While Kuching and Sarawak in general have been
dubbed "culinary paradises," the numerous sorts of gastronomic goods produced by different
races and ethnicities may not appeal to all tourists and visitors.
Kuching has a distinct society made up of local ethnicities like the Bidayuh and Ibans,
followed by Malays, Chinese, and other races. Such diversity and representation of a multi-
racial and multicultural community results in a collection of unique gourmet goods with a
variety of preparation ways, ingredients, and consumption. Non-Halal components are often
prepared and used in the daily meal preparation of several races and ethnic groups, such as
Sarawak indigenous and Chinese. This limits Muslim visitors' options and access to enjoy
Sarawak's gourmet offerings (Weng, 2021).
Tourists Demand towards Sarawak. Tourist arrivals in Sarawak surged by 42.4
percent to 4.7 million in 2016, compared to only 3.3 million in 2010 (Ministry of Tourism,
2016). The increase in visitor arrivals increased tourism receipts from RM5.8 billion in 2010
to RM8.4 billion in 2016, with an average yearly growth rate of 7.5 percent. This shows that
Sarawak tourism has the ability to accelerate Sarawak's economic growth (Chin-Hong Puah,

5
2019). Sarawak tourism has been regarded as a vital industrial contributor to the state's
economic development. The services industry accounted for 34.4 percent of Sarawak's gross
domestic product (GDP) in 2016, according to the Department of Statistics Malaysia (2017).
The tourism industry contributed 7.9% of the total contribution in the services sector,
or nearly a quarter of the entire contribution. According to the findings, income level had a
favorable impact on tourism demand in Sarawak, however transportation costs and tourism
prices had a negative impact, which was consistent with prior studies. Sarawak may be
regarded as a less desirable tourist destination, with visitors preferring to travel to more opulent
locations throughout the world. Sarawak's economy grows as a result of its continual tourism
development. This backs with the common view that tourism development will be a driving
force for Sarawak's economic growth during the forecast period. As a result, Sarawak's
economy is growing thanks to tourism.
Some of Sarawak's best culinary cuisine, such as umai, a raw fish salad from Mukah,
or nuba laya (mashed rice wrapped in leaves) from the Bario Highlands, is well-known. Even
if there are a large number of food and beverage establishments in these towns claiming to
serve the best cuisine from their hometown, the best gourmet experience is still to sample these
cuisines in their homeland. The best gastronomic experiences are frequently associated with
travel experiences associated with the search for local and authentic cuisine. These visitors will
not only be able to sample the foods from these many locales, but they will also be able to learn
about the various cultures and heritages along the way.
Food and Beverage Industry in Sarawak. The Malaysian food sector is dominated
by small and medium-sized businesses in terms of the business environment. The Food and
Beverage Industry, Wood and Wood Product Industry, and Structural and Metallic Products
Industry make up the majority of Sarawak's small medium industries. Sarawak, with its wide
landmass and abundant natural resources, has the potential to boost downstream industry
development, particularly in food processing. It is also a major player in Malaysia's agriculture
sector, providing both food for domestic use and cash crops for export (Fang, 2019). Sarawak
also has been slowly catching on to the meal delivery service market, thanks to online apps like
FoodPanda.
Gastronomy Marketing in Social Media. The usage of social media as a marketing
platform for gastronomy product is widely used in Sarawak. This can be seen significantly
through Facebook besides Instagram, YouTube and Twitter where business owners utilize it
to attract both local and foreign tourist. The food and beverage business, whether new or
established, benefits greatly from social media marketing (Perumal, 2017). With this
technology business owner not only can advertise their product but can also valuable
customer's feedback. The business owner can further improve their strategies. Marketing,
advertising, and word-of-mouth impact purchasing decisions. Specifically, the various internet
sites for offering product reviews, which is one of the primary factors influencing client buying
decisions (Pattanachai, 2015). Postings of food reviews in social media can be a great way to
market gastronomy. Potential customers will be motivated to try or not after gaining visual
information of how a person reacts towards after the reviewer consumption.
Summary. Gastronomy encompasses not only the techniques or methods used in the
production of food and beverages, but also the connections between what we eat and how we
consume it. Gourmet tourism is a new facet of the tourism industry that has emerged as a result
of gastronomy. Gastronomy tourism is more than only the experiences of the visitors. It's also
usually associated with the festivals and events held in these areas. Sarawak's rich ethnic food
can be leveraged to promote a business. Small and medium-sized businesses (SMEs) dominate
the Malaysian food sector. Sarawak, with its vast terrain and wealth of natural resources, has
the potential to become a major economic powerhouse.

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4.0 METHODOLOGY

Methodological studies are a systematic method to evaluate the design, analysis, or reporting
of other research-related findings that play an important role in highlighting issues in conduct
of the research. The matter is to aim the understanding of the tourist demand for gastronomy
product in Sarawak. Qualitative research used in this study focuses on understanding concepts,
opinions, or experience in a humanistic or idealistic approach Therefore, a multi-method
research used to find the qualitative and quantitative on the topic of this research. Questions
are asked on their demographics, experiences on Sarawak's gastronomy and their
understandings of gastronomy in Sarawak. The information is then acquired online by
disseminating interview questions via Google Forms, personal messages on WhatsApp, social
media sites such as Instagram and Facebook and workplace emails distribution of the Google
Form survey.

5.0 THEORETICAL FRAMEWORK AND HYPOTHESIS

A theoretical framework is utilized to understand the ideas and concepts underlying tourist
demand for Sarawak's gastronomic products. It defines the broader domains of knowledge that
are being considered. The precise formulation of the theoretical framework facilitates a critical
review. By validating and testing theoretical assumptions, it aids in comprehending ideas and
variables according to their specified definitions and contributes to creating new knowledge.
The theoretical framework's purpose is to define the implicit theory more precisely. It identifies
constraints and alternative hypotheses that cast doubt on one's worldview. Independent
variables contribute to the analysis of the study's dependent variable.

Diagram 1 shows theoretical framework for factors affecting tourist demand in

Sarawak's gastronomy

Hypothesis. Marketing practices are the mix of factors that are used as a part of an
organization's marketing strategy. It is a combination of elements that affect the sales
performance of a particular product or service. All these functions are considered in planning
H
a marketing strategy where any one of those may be enhanced, deducted, or changed to some
degree, depending on the market scenario, to create a strategy necessary to influence tourists'

decisions to purchase gastronomy products.

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 Service quality refers to delivering the service at a high standard beyond the customer's
expectation of the perceived service. The demand of a service is dependable on the service
quality which leads to customer satisfaction towards the service performance. Additionally,
this will confer a competitive edge to the company within the market landscape, as the
prosperity of a business hinges on its adeptness in nurturing customer relationships through
exemplary service. Enhanced service quality is anticipated to elevate customer satisfaction,
thereby bolstering customer retention, fostering loyalty, and driving heightened demand for
gastronomic offerings.

Thus, the first inference is hypothesised as follows:

H1(a). There is a significant positive relationship between gastronomy product knowledge

and product demand.

To begin with, there are two sorts of tourist knowledge: formal and informal. The informal
knowledge is based on recommendations from friends, family, other travellers, and bloggers
who have purchased Sarawak's gastronomic products in the past. Meanwhile, advertisements
in printed or electronic media can provide formal product knowledge. A tourist's knowledge or
familiarity with the products would be closely related to his or her past dining experience along
with information learned informally and formally. Knowledge related to local gastronomy may
motivate gastronomy-interested tourists to partake in gastronomy-related tourism activities,
besides feeding the curiosity of general tourists as part of a travel experience. However,
regardless of the type of tourist (gastronomy tourists vs. ordinary tourists), those who are more
knowledgeable about a destination's local gastronomy will be more satisfied with their
gastronomic experiences and, as a result, will find the local gastronomy more appealing.
Additionally, it is stated that knowledge of local gastronomy affects a tourist's impressions of
a destination's attractiveness.

H1(b). There is a significant positive relationship between gastronomy product attractiveness

and product demand.

Next, there is a positive relationship between gastronomy product attractiveness and its
demand. As per Kotler and Armstrong (2008), advertisers need to factor in attractiveness, as
the allure of an advertisement can influence its efficacy. A compelling advertisement is one
that possesses an appeal capable of engaging the attention of the intended audience, such as
tourists in this context. Gastronomy products can be presented in various ways, including by
displaying moods or images surrounding the product, music to add additional messages,
symbols of personality to create characters that personify products and highlighting the
expertise and experience of companies involved in product development. There are three
(three) sorts of attractiveness, namely, rational appeal based on the public's self-interest. The
appeal demonstrates that the product will result in the desired outcomes. (1). The emotional
pull elicits both unpleasant and positive emotions that can urge buying. (2). The moral appeal
is made to the audience's "feelings" regarding what is "proper" and "right." The rational appeal
centered on the audience's self-interest. The appeal demonstrates that the product will result in
the desired outcomes. (3). An emotional attraction that creates unpleasant and positive

8
emotions that can urge buying. Communicators may employ positive attractions such as love,
pride, enjoyment, and comedy. However, it can also use negative attractions such as fear, guilt,
and shame that inspire people to do things they should do or cease doing things they should
not do.

H1(c). There is a significant positive relationship between gastronomy product past

experience and product demand.

Other than that, past scholars found that tourists satisfied with their travel experience have a
higher inclination to return to the same destination and would engage in positive
recommendations to their family members and friends. The tendency to return to the same
destination for a holiday and provide affirmative recommendations of a destination are
indications of destination loyalty; tourists' loyalty towards a destination is the ultimate
intangible asset treasured by many destinations. There is a positive relationship between
gastronomy product experience and product demand. Hence, tourists' experience is predicted
to be positively associated with tourist demand for gastronomy. Customers will go back to their
memories for information that might help them decide when they face a purchasing choice.
Therefore, the information may be from prior experiences, forming a knowledge base or an
attitude toward a gastronomy product or a product category. Additionally, it would be a reliable
source if past service experience is available, even though it is acknowledged that the
experiences that compose this information are event-specific and may not give any clear
indicator of future performance.

H1(d). There is a significant positive relationship between how tourists perceived quality and
product demand.

Next, there is a positive relationship between perceived quality and purchasing intention, which
leads to product demand. Customers' perceived quality will improve, resulting in increased buy
intent. Customer perception of a product's quality, which indicates the customer's overall
opinion of the product, is known as perceived quality. The quality of perception, on the other
hand, is determined by the researcher's analysis and explanation of the stimulation or
information. Perceived quality, according to (Aaker, 1991), is a customer's assessment of a
product or service's brilliance and quality in comparison to a competitor's offer. Perceived
quality is an intangible indicator of how a customer feels about a brand's goods. Since the
consumer or buyer's subjective appraisal of items or services, product quality differs from
perceived quality. It is a tourist's impression of a particular brand.

H. There is a significant positive relationship between satisfaction of product and product

demand.

To conclude, satisfaction is the gap resulting from an individual's pre-and post-consumption

experience. The assessment of perceptions and user experience concerning products and
services are pivotal steps to gauge consumers' satisfaction. From the tourism standpoint,

9
gastronomy may be a supporting product to a total tourism experience. Experiencing the
novelty of food may induce excitement in individuals, as it is human nature to be curious about
something that is not routine. During trips, individuals would be inclined to seek novel
gastronomic pleasures instead of continuing routine food habits at home. When gastronomy is
seen as an exciting experience while traveling, gastronomy can produce a substantial touristic
experience that might influence tourists' feelings of involvement and place connection due to
positively perceived destination attractiveness. Being regarded as an essential element to the
overall travel experience, local gastronomy is one of the key factors influencing tourist
satisfaction. Perceived gastronomy attractiveness is postulated to have a direct influence on
tourists' travel satisfaction.

6.0 FINDINGS
As shown in Table 1, our survey involves 170 respondents. Based on the survey, the
predominant demographic profile of gastronomic tourists in Sarawak was as follows: female
(52.9%), age 21 to 30 years (46.5%), Malay (61.2%), employed (59.4%), and average income
between 1,000 ringgit (38.8%).
Table 1: The Respondents’ Characteristics
Sample (n = 170)
Variables
Frequency Percent (%)
Gender Male 80 47.1
Female 90 52.9
Age 20 or less 17 10
21 – 30 79 46.5
31 – 40 24 14.1
41-40 24 14.1
Above 50 26 15.3
Ethnicity Malay 104 61.2
Chinese 25 14.7
Iban 12 7.1
Others 1 0.6
Employment status Employed 101 59.4
Unemployed 10 5.9
Students 56 32.9
Retired 3 1.8
Income 1000 or less 66 38.8
1001 – 3000 32 18.8
3001 – 5000 33 19.4
5001 and above 39 22.9

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 Table 2: The Findings
Findings Variables
An industry that exposes culture and creativity
Known Sarawak Gastronomic product as historical, cultural and unique
Knowing different cuisines mostly through medias
Knowledge
Buying to promote to others
One of a kind local gastronomy
Mostly influenced with religion and culture
Original and exotic taste Attractiveness
Attractive and unique cooking style
Ambience of the dining
Visible cooking by chefs creates curiosity on Sarawak gastronomy
Positive attitudes toward Sarawak cuisine
Returning customers
Past experienced
More laid back and chill environment
Wide range of food
Unique dishes
Culture originality
Perceived quality
Provide comfortability and assurance

7.0 RESULTS
Respondents Demographics
Based on the survey (Table 3), female tourists (52.9%) dominated the most compared to males
(47.1%). In Sarawak, tourists between 21 and 30 years of age (46.5%) predominate average
purchasing power. Then, it is followed by tourists aged 50 above (15.3%). Finally, tourists
aged 31 and 40 and 41 and 50 years of age recorded the same percentage, 14.1%. However,
younger tourists, from 20 or less (10%), recorded less, assuming they have low purchasing
power and are underaged, meaning that most are unemployed. Among the gastronomic tourists,
Malay (61.2%) dominated the most. I assumed that Malay in this context are tourists from
Peninsular Malaysia, as the region's largest group is Malay. Then it is followed by Chinese
(14.7%), Melanau and Bidayuh (both are 7.1%), and Iban (7.1%). Those who engage in
gastronomic tourism in Sarawak include the predominant employment status was employed
(60%), indicating their purchasing power is higher than students, unemployed, and retired.
Students (32.9%) hold the second most respondence. Often these students would prefer to
receive money as a present for food over clothing or technology. Overall, 61.1% of the
participants had a monthly income greater than 1,001 ringgit. The more income a household
generates, the higher the portion can be spent on items other than the usual necessities like
housing and clothing.

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Table 3

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Regarding the general understanding of tourists for Sarawak's food and beverage (Figure 1),
67.6% agreed that Sarawak's gastronomic tourism is an industry that exposes culture and
creativity. This is because gastronomy or culinary tourism is not alien to Sarawak visitors.
Many tourists often associate their travel with the food and culture tied to a particular
destination. Tourism and gastronomic products form a solid symbiotic relationship among
visitors to Sarawak. It is also often related to different festivals and events happening at these
destinations.

Figure 1

65.3% of tourists believed that Sarawak Gastronomic products are often historical, cultural,
and unique. 16.5% as unique. Kuching has a distinct society comprised of various local
ethnicities, including the Bidayuh and Ibans, followed by the Malays, Chinese, and other races.
Such distinctive diversity and representation of multi-racial and multi-cultural society result in
unique gastronomic products with varying preparation styles, ingredients used, and
consumption. Meanwhile, 14.1% of tourists believed that Sarawak's gastronomy products are
cultural products. The traveling experiences associated with the pursuit of local and authentic
cuisine often provide the best gastronomic experiences. These visitors can not only sample the
cooking of these distinct locations, but they can also learn about their respective cultures and
heritage along the way. While Kuching and Sarawak, in general, have been regarded as
gastronomic paradises, the various types of gastronomic products produced by multiple races
and ethnicities may not be preferred by certain types of tourists and visitors. Some races and
ethnic groups, such as Sarawak natives and Chinese, prepare and use non-Halal ingredients in
their daily food preparation. This limits their availability to sample Sarawak's gastronomic
products for Muslim visitors. As a result, non-Muslim food and beverage operators and
businesses must ensure that the gastronomic products they prepare are halal and represent the

13
unique culture and heritage conservation associated with a specific destination and culture's
food and beverages (Figure 2).

Figure 2

The primary motivation for gastronomic tourism in Sarawak (Figure 3) is through the influence
of media such as social media such as Instagram and Facebook, TV shows, and advertisements
(36.5%). The travel industry's mobile presence has exploded compared to where it was even a
few years ago. People from all over the world are using social media to plan their trips and
share their experiences abroad. After reading through reviews, tourists are more likely to book
an experience or location. However, other than getting influenced by the media, the tourists in
Sarawak believed that they found out about Sarawak's cuisine is the influence of culture
(25.3%), friends, family, and celebrities (25.3%) and through self explore (15.9%).

Figure 3

According to the Google Form replies, the following gourmet products are in high demand
among Sarawak's tourists: According to the responses to the question on local gastronomy,
13.5 percent of respondents were hungry when they heard about local gastronomy, 12.4 percent
of neutral respondents, 27.1 percent of one-of-a-kind respondents, and the majority 47.1
percent said that their unique feelings towards Sarawak gastronomy. There was a significant
difference in how people reacted to gourmet goods in Sarawak and other world regions. The
fact that most tourists were taken aback by the range of cuisines given by Sarawakians suggests
that Sarawak's gastronomy has a higher chance of flourishing soon. The market for culinary
tourists from outside Sarawak, rather than the market for local gastronomy tourists, should be
addressed, as it helps expand the economy and contributes to Sarawak's diversity of cultures
and heritages, as well as its status of delicious food.
Besides, when asked, "What do you think influences one's perception when it comes to
Sarawak's gastronomy?" most of the respondents' answers were based on religion and culture,
with 73.5 percent of them stating that religion and culture influenced their perception. In
comparison, 14.7 percent indicated that knowledge influenced their perception, and finally,

14
11.8 percent indicated that society influenced their perception. Sarawak has established itself
as a foodie's dream destination with its diverse population. The moniker was not chosen by
chance; instead, it was given due to the synergistic impact of mixing many ethnic groups in
one place. Furthermore, its culinary tradition, which it shares with adjacent countries and
regions, contributes to its overall richness. Despite rapid industrialization, the government has
retained its solid cultural legacy throughout the years. So, Sarawak is one of the rare sites where
one can get an amalgamation of flavors and kinds of heritage food, which is a living testament
to the famous slogan Malaysia, Truly Asia.
Nevertheless, perceptions about Sarawak gastronomy items, 51.2 percent of
respondents believed that the state's gastronomy products had a "unique and unusual taste"
(Figure 4). While some claim it is neutral or no different from any other cuisine in certain parts
of Malaysia, others disagree. 45.3 percent of those polled stated that the gastronomy product
in Sarawak was appealing and distinct in terms of cooking technique. The vast majority of
domestic tourists believe that Sarawak's ethnic local cuisine has an original and unusual flavor
that they should try. Most domestic tourists stated that the cuisine prepared by the Sarawak
ethnic natives is tasty and has a distinctive culinary technique. The majority of domestic
tourists believed that the food served by each ethnic native group in Sarawak revealed the
identity and culture of that community. In the findings, it was proved that the diet of the
Sarawak ethnic natives could act as a stimulant for the development of the local economy in
Sarawak. On the other hand, Sarawak's gastronomic items are heavily influenced by the local
culture, according to the overwhelming majority of respondents, 94.7 percent. In other words,
he argued, tourists will not only experience and consume a variety of foods and beverages
during their vacation period, but they will also learn about the food culture and heritage of the
country they are visiting. As a result, these meals and beverages, as well as food-related
activities, will be classified as gastronomy items. Additionally, Sarawak is a diversified state
comprised of numerous races like Malay, Chinese, Iban, Bidayuh, Melanau, Orang Ulu, Kayan
Kenya, and others, offering a unique culinary experience. The uniqueness of Sarawak's ethnic
native cuisine may present a potential for Sarawak to develop as a culinary tourism destination
in Malaysia and possibly even Asia. However, an essential point remains unanswered: since
every tourist visiting Sarawak will have to eat and maybe taste ethnic foods, did they believe
that increasing the number of tourists tasting Sarawak's gastronomic offering would benefit the
economy? According to the overwhelming majority, Sarawak's gastronomic product can
benefit the economy 100 percent.

Figure 4

Table 4: Section D, Reliability

The qualities of measuring scales and the items that make up the scales can be studied using
reliability analysis. The reliability of the variables was tested using Cronbach's alpha. The
results show bad reliability for the individual construct. Furthermore, the Cronbach's alpha

15
value was not acceptable (below 0.7), as shown below. Therefore, the criterion validity of each
construct in this research is also considered unsatisfactory.

According to the perception survey conducted through a Google Form, a total of 39.4 percent
of respondents believe that the food and beverage business in Sarawak is not sufficiently
promoted (Figure 5). While the average of 52.3 percent of those who responded answered
between strongly disagree and strongly agree, which is on the scale of 1 to 5. On the scale of 1
to 2, 8.3 percent strongly disagree in total, and the smallest percentage was 1.8 percent stating
disagree on a scale of 1 to 2. The food of Sarawak's ethnic natives is required to portray the
state's character and, in some cases, reflect its culture to attract tourists and affect their
subsequent appraisal and future purpose. Furthermore, there is a great deal of anxiety today
that our future generation may forget the food of Sarawak's ethnic natives because of the unique
cooking techniques and presentation abilities that are required. The rich gastronomic treasures
of the indigenous people of Sarawak, on the other hand, are said to have undergone some
adjustment, metamorphosis, or change as a result of the waves of industrialization.

16
Figure 5

Based on a survey, tourists must acknowledge themselves on Sarawak's gastronomic product

to gain a deeper understanding of the local culture (Figure 6), according to 43.5 percent of
those who responded, which is many of them. 40.6 percent of those who strongly agree on rate
themselves on a scale of 4, while 14.7 percent rated themselves on a scale of 3. The lowest
percentage is seen on the strongly disagree scale, with 0.2 percent of the population agreeing.
As a result, it is critical to identify the potential of Sarawak ethnic native food to promote ethnic
cuisine while also increasing the local economy. We must first understand how tourists
perceive Sarawak's ethnic local food before exploring the potential of this sector of the
economy. The traveling adventures linked with the search for local and authentic cuisine often
provide the best culinary pleasures. Not only can these travelers enjoy the foods from these
diverse destinations, but they may also experience the distinct cultures and heritage along the
journey.

Figure 6

Creating a gastronomic experience should be a critical component of promoting Sarawak. Why

is gastronomy essential in a destination's success? Gastronomy has developed into a strategic
sector in many destinations, contributing to income and employment by adding value along the
value chain, from manufacturing high-quality food to the hotel or tourism industry and
promoting the state brand. Tasting genuine regional cuisine encourages travelers to engage in
the cultural exploration of their tourism destination, an immersive technique for tourists to
understand a new culture. A positive culinary experience contributes to the destination's
attractiveness by enhancing tourist satisfaction and intent to return. 62.4 percent of the
respondents strongly agreed that developing a gastronomy experience is vital for promoting
Sarawak.

17
 On the other hand, there should be more significant government and other organizations'
support to fulfill tourists' demand in Sarawak's culinary product. Sarawak's culinary
development needs additional help from the government and other organizations to meet
tourists' needs. To what extent do Sarawak foods play a significant cultural role? Ethnic
conflicts and racial rivalry can arise from food, which plays an essential role in uniting
Malaysians and educating them about their cultures. Additionally, the goal is to maintain
Sarawak's ethnic customs and traditions, particularly the indigenous cuisine. Given the
significance of these issues, the Ministry of Culture should try to persuade the older and
younger generations to maintain cultural traditions in the face of ongoing modernization. The
Ministry's sub-divisions should spread information about the necessity of preserving the food
of each ethnic group. At the very least, it would help the younger generation comprehend how
their ancestors carry out the traditions they have passed down for decades. Sarawak's native
traditional cuisine expertise can be passed down from generation to generation with the
compilation of recipe books. It is also necessary to convey information and efforts from
individuals, the community, and the government at all levels to conserve Sarawak indigenous
cuisine, even if some modifications or adaptations are unavoidable due to global advancement.
According to the respondents, 71.2 percent strongly agreed that Sarawak's cuisine should be
represented by more cooks, professional chefs, or owners of booths from Sarawak.
Gastronomic tourism is a niche industry that has yet to be fully exploited in Sarawak, which
means it has a lot of potential for growth and expansion of Sarawak's cultural offerings.

Table Descriptive and Analysis (Correlations)

Pearson Correlation assesses whether there is statistical evidence for a linear relationship
between the same pairs of variables in a population, as measured by a population correlation
coefficient, ρ ("rho"). I ran a Correlation test and the results shown in the table below indicates
that 13 variables are significantly correlated among them. The Pearson Correlation coefficients
range from -0.284 to 0.654. This data implies mostly linear correlation except for AT4 because
the Pearson correlation value is 0.

KN1 KN2 PEX1 PEX2 AT1 AT2 AT3 AT4 PQ1 PQ2 PQ3 PQ4 PQ5
KN1 1
KN2 -.106 1
PEX1 -.062 0.213 1
PEX2 -.003 .086 -.065 1
AT1 .038 .026 .017 -.048 1
AT2 .117 -.169* .021 -.088 -.017 1
AT3 -.266** .078 .106 -.046 .002 .015 1
AT4 .b .b .b .b .b .b .b
PQ1 .037 -.134 -.124 -.128 -.058 -.098 -.034 1
PQ2 -.009 -.032 -.104 -.089 -.016 -.016 -.072 .b .355** 1
PQ3 -.058 .054 -.038 -.174* .081 -.165* .097 .b .297** .446** 1
PQ4 -.033 .210** -.108 -.097 -.007 -.209** .087 .b .103 .281** .357** 1
PQ5 -.117 .164* -.040 .025 -.018 -.284** .164* .b .138 .278** .419** .654** 1

Table Means Analysis (ANOVA)

I ran a One-way ANOVA test to compare Knowledge on Perceived Quality between Male and
Female. The table below shows the test results. The results suggest that the Perceived Quality

18
scores of the group differ significantly from the test. For example, the result for Perceived
Quality "The food and beverage industry in Sarawak is not being promoted enough" implies
that the group scores differ significantly (Welch Statistic=5.086). There was a significant effect
of Knowledge on Perceived Quality at the p<0.05 level between Male and Female [F(1, 168)=
4.982, p=0.027]. Post hoc comparison using the Tukey HSD test indicated that the mean score
for Male (M=4.03, SD=0.856) was significantly different than Female (M=3.70, SD= 1.022).
ANOVA
Sum of
Squares df Mean Square F Sig.
What do you know about Between Groups .021 1 .021 .055 .816
Sarawak's food and beverage Within Groups 64.356 168 .383
industry? Total 64.376 169
The food and beverage Between Groups 4.474 1 4.474 4.982 .027
industry in Sarawak is not Within Groups 150.850 168 .898
being promoted enough Total 155.324 169
Tourists has to acknowledge Between Groups .118 1 .118 .198 .657
themselves on Sarawak's Within Groups 100.006 168 .595
Gastronomy product to Total
understand deeper on the 100.124 169
local culture
Creating an experience on Between Groups 2.014 1 2.014 4.445 .036
gastronomy should be crucial Within Groups 76.110 168 .453
as a part of promoting Total
78.124 169
Sarawak
There should be more Between Groups .356 1 .356 .885 .348
support from the government Within Groups 67.550 168 .402
and any other organizations Total
to help fulfilling tourists'
67.906 169
demand in Sarawak's
gastronomy product
There should be more Between Groups .079 1 .079 .245 .621
representatives (cooks, Within Groups 53.810 168 .320
professional chefs or owner Total
of stalls) from Sarawak to
53.888 169
boost image on Sarawak's
gastronomy

Table Linear Regression

A study was conducted to determine if past experience and knowledge affects an individual's
attractiveness towards Sarawak's gastronomy products. The hypothesis is that attractiveness
can be predicted by factors such as past experience and knowledge. To test this hypothesis,
multiple regression analysis is used. Results show that 2% of the variance in voice can be
accounted for the 2 predictors, collectively, F (2, 167= 2.760), p<0.066. The predicted score is
equal to 1.874+ 0.036 (Past Experience) + (-0.123) (Knowledge).

19
 Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .179a .032 .020 .591
a. Predictors: (Constant), What do you know of Sarawak Gastronomic
products? How did you find out about different cuisines there is in
Sarawak?

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 1.926 2 .963 2.760 .066b
Residual 58.285 167 .349
Total 60.212 169
a. Dependent Variable: Views on Sarawak's Gastronomy Products
b. Predictors: (Constant), What do you know of Sarawak Gastronomic products?, How did you find
out about different cuisines there is in Sarawak?

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.874 .198 9.464 .000
How did you find out about
different cuisines there is in .036 .047 .060 .773 .441
Sarawak?
What do you know of
Sarawak Gastronomic -.123 .053 -.182 -2.332 .021
products?
a. Dependent Variable: Views on Sarawak's Gastronomy Products

20
CONCLUSION
According to the results of marketing research conducted, it can be concluded that the
marketing practices of gastronomy tourism in Sarawak has become major and has become a
rapidly growing component of the attractiveness of tourism destinations in recent years. This
heritage constitutes cultural and gastronomic wealth. Every day, interest in this tourism sector
increases because food serves to cover a basic need and because food can be experiential, i.e.,
individuals are willing to "travel to eat". Tourism businesses that realized the importance to
gastronomy tourism given by local and foreign tourists have featured the gastronomic factors
in their facilities. To put it another way, cuisines where many diverse identities of a community
converge and national sentiments are most strongly felt reflect everyday lifestyles, religious
beliefs, habits, traditions, and conventions. Therefore, tourists' desire to sample local flavours
in locations and lodging facilities has paved the way for the growth of gastronomy tourism.

21
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APPENDICES

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